Jeep, Fiat and Ram are teaming up with U2’s lead singer, Bono, in the fight against pandemics.
Special-edition (RED) vehicles from the Stellantis brands will be launched as part of an effort to raise millions of dollars for the cause in the coming years, according to a news release. Versions of the Fiat 500, Jeep Compass and Ram 1500 are set to be built with special design cues, including (RED) interior and exterior badging.
Although Bono and co-founder Bobby Shriver created (RED) to gain corporate support in the fight against the AIDS pandemic, that effort now has another global threat in its sights, COVID-19. The color red, the release noted, was chosen because it’s the color of emergency.
Bono called the partnership “a powerful shot in the arm for (RED)’s fight against pandemics and the complacency that fuels them.”
He noted the inequity in vaccinations around the world.
“It’s hard to believe that 15 years on from (RED)’s founding we are now fighting another tiny virus … but it’s even harder to see the virus of injustice that marked the AIDS pandemic is alive and well during COVID. Less than 5% of people in Africa are fully vaccinated, while vaccines are plentiful in Europe and America,” Bono said in the release.
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“We have to do more and fast to support the hundreds of millions of people who don’t yet have access to the vaccines, therapeutics or sufficient (personal protective equipment). Because unless this pandemic is defeated everywhere, no one will be safe anywhere,” he said.
This marks the first time (RED) has partnered with automotive brands. (RED) counts Amazon, Apple, Bank of America and Starbucks among its partners.
Olivier Francois, global chief marketing officer for Stellantis, said the immediate goal of the partnership is to initiate a call to action to battle emergencies, such as coronavirus relief efforts.
“This marketing amplification plan across our three unique brands to drive more impact, more value, more meaningful awareness globally for the partnership allows us to turn $4 million into something far greater over the next three years,” Francois said in the release.
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